Newspaper Works Digital, Case study THE POWER OF NEWSPAPER by Duval Guillaume Modem Antwerp

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THE POWER OF NEWSPAPER

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Industry Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Director Dagmar Duportail
Art Director Ad Van Ongeval
Copywriter Dieter De Ridder
Producer Brechje Depourcq
Released May 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Business Products & Services Silver

Credits & Description

Type of entry: Product & Service
Category: Business Products & Services
Advertiser: NEWSPAPERWORK
Product/Service: MARKETINGPLATFORM OF ALL BELGIAN NEWSPAPERS
Agency: DUVAL GUILLAUME MODEM Antwerp, BELGIUM

Executive Creative Directors: Katrien Bottez/Geoffrey Hantson (Duval Guillaume)
Art Director: Ad Van Ongeval (Duval Guillaume)
Copywriter: Dieter De Ridder (Duval Guillaume)
Account Team: Liene Donckers/Bart Verschueren (Duval Guillaume)
Digital Strategist: Maarten Van Herck (Duval Guillaume)
Agency Producer: Marc Van Buggenhout (Duval Guillaume)
Director: Dagmar Duportail (Poetry In Motion)
Executive Producer: Hans Buysse (Poetry In Motion)
Producer: Brechje Depourcq (Poetry In Motion)



Results and Effectiveness


- The stunt was the talk of the town within the Belgian world of advertisers and caused a debate about the relevance of newspapers in the media mix
- The e-dm was send to 1.500 advertisers and generated more than 5.000 unique visitors on the BTB site newspaperswork.be in less than 1 week
- The number of visitors on the BTB site of the past 3 months doubled in only 3 weeks
- National and international press attention



Creative Execution


We chose not to explain, but to demonstrate how captivating newspapers can be. And we demonstrated it to the core of our target audience: the advertiser. How? On the election day of the Advertiser Personality of the Year, the 3 nominees were given a car with a private driver so they had time to read the newspaper. During the ride we tried to distract them with some unusual happenings like a burning man and a bear driving a car… But none of the advertisers noticed any of the distractions, they all kept reading. We made a movie of the stunt and send it by emailing to all Belgian advertisers to spread the message.



Insights, Strategy and the Idea


In this digital era newspapers tend to fall off the media plan. That’s why Newspaperswork, the marketing platform for all Belgian newspaper publishers, wanted to reconnect with advertisers and media agencies (B2B) by explaining once more why newspapers still are an effective and very captivating medium.